If Content is King, Visual Content is Queen
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The document discusses the significance of visual content in content marketing, emphasizing that visual content enhances customer engagement and retention far better than text. It presents statistics on content generation and consumption, highlighting that effective visual strategies can lead to increased conversion rates and brand awareness. Key strategies include knowing your audience, developing visual content, and ensuring that visual materials align with business goals.
If Content is King, Visual Content is Queen
- 2. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN USING VISUAL CONTENT STRATEGY TO IMPROVE CUSTOMER ENGAGEMENT 2014 IABC HERITAGE REGION CONFERENCE Andrea M. Naddaff, Partner October 20, 2014
- 3. AGENDA Content Strategy Overview Facts & Fiction Visual Content Case Studies Key Take Aways Q & A
- 4. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN WHAT DOES CONTENT MARKETING MEAN TO YOU? HOW MANY OF YOU HAVE ADOPTED A CONTENT MARKETING STRATEGY?
- 5. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
- 6. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN TOP GOAL OF CONTENT MARKETING IS TO DRIVE BRAND AWARENESS & BRAND ENGAGEMENT.
- 7. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN SO WHAT IS CONTENT? IPCVnDMoAVtioaseduiuntcudrsadataaeeiscicloonttitve
- 8. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN CONTENT CLUTTER FATIGUE
- 9. THE FACTS CONTENT MARKETING
- 10. THE FACTS – CONTENT MARKETING 27 MILLION pieces of content are generated and shared daily
- 11. THE FACTS – CONTENT MARKETING 5 EXABYTES of online content is created each day 3 BILLION Google searches conducted each day 300 MILLION new photos are published on Facebook each day 175 MILLION tweets are published on Twitter each day 1 MILLION hours of video content is uploaded on YouTube each day
- 12. THE FACTS – CONTENT MARKETING 93% of marketing organizations will utilize content as the centerpiece of their branding strategy and spend more than $130 billion to do so. 7% 93%
- 13. THE FACTS – CONTENT MARKETING 60% of people are inspired to seek out a brand after engaging with content about it. 60% 40% 70% of people would rather learn about a brand through articles than an ad. 70% 30% 18% 82% of people feel 82% more positively about a brand after exposure to related custom content. 78% of customers report perceiving a relationship between themselves and brands using branded content. 78% 22%
- 14. THE FACTS – CONTENT MARKETING Content marketing is 62% less expensive than traditional marketing & generates roughly 3 times as many leads.
- 15. THE FACTS – CONTENT MARKETING Within companies, the two functions most likely to be outsourced are: WRITING: 64% DESIGN: 54%
- 16. THE FACTS – CONTENT MARKETING Biggest challenge within organizations is producing the right kind of content that engages (for big companies) and lack of time (for small companies)
- 17. THE FICTION CONTENT MARKETING
- 18. THE FICTION – CONTENT MARKETING Only 42% of CMOs report their content strategy is performing effectively.
- 19. THE FICTION – CONTENT MARKETING WHY?
- 20. THE FICTION – CONTENT MARKETING IPCVnDMoAVtioaseduiuntcudrsadataaeeiscicloonttitve
- 23. THE CONTENT CLUTTER “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience...”
- 24. THE CONTENT CLUTTER HOW PEOPLE ENGAGE WITH CONTENT HOW CONTENT IS ACTUALLY DELIVERED vs.
- 25. THE CONTENT CLUTTER On average, people check their smartphones 150 times a day 44% of consumers did their holiday shopping online in 2013.
- 26. THE CONTENT CLUTTER Yet only 7% of Fortune 1000 websites and 9% of the 100 Etail sites are responsive websites 30% of Fortune 500 still have no social media presence.
- 27. THE RULES
- 28. THE RULES 1. KNOW YOUR AUDIENCE Research Audience Personas
- 29. AUDIENCE PERSONAS What are personas? • Hypothetical archetypes of actual users. • Represent sets of shared goals and behaviors, not every potential site user. • Provide context and motivation regarding goals, behaviors and beliefs. How do we create personas? • Based on interviews, workshops and research. • Identify key attributes and attitudes. Synthesize shared goals and behaviors. How do we use personas? • Helps us brainstorm and prioritize content and features for communications. • Allows us to imagine scenarios.
- 30. AUDIENCE PERSONAS • The personas can and should be used for the development of all communications and marketing materials including targeted microsites, portals, print pieces, email campaigns, etc. • The personas can and should be augmented in the future with new research or to show the persona’s relationship to new communications channels.
- 31. AUDIENCE PERSONAS Criteria for evaluating user personas •Do the individuals feel real? Are any of the attributes or behaviors off base? •Are the individuals’ aspirations and goals appropriate? •Are your organizational goals for each persona on target? Are they prioritized appropriately?
- 32. AUDIENCE PERSONAS Ways to present personas: Trading Cards Posters Monthly or Weekly Persona Emails with Factoids
- 33. AUDIENCE PERSONAS Summary of personas • Guang Gold • Young Alumnus, 2 Years Out (Persona #1) • 24, male, single. BS in Information Systems and Accounting. • Lives in Allston, MA • Terri Transitional Gold • Young Alumna B, 9 Years Out from MBA (Persona #2) • 37, female, married, no children. MBA from Carroll School of Management, BA in Psychology from NYU • Lives in Los Angeles, CA • Francine Family • Young Family Alumna, 22 Years Out (Persona #3) • 43, female, married, 4 children. BA Applied Psychology and Human Development. • Lives in Altoona, PA
- 34. THE RULES 2. DEVELOP A VISUAL CONTENT STRATEGY The human brain engages with visual content 60,000 times faster than text, yet most content generation still focuses on the written word.
- 35. THE RULES 8 REASONS WHY VISUALS WORK: 1. 90% of information transmitted to the brain is visual. 2. Videos on landing pages increase average conversion rates by 86%.
- 36. THE RULES 8 REASONS WHY VISUALS WORK: 3. Visual content is social-media-ready and social-media-friendly. 4. Businesses who use infographics grow in traffic an average of 12% more than those who don’t.
- 37. THE RULES 8 REASONS WHY VISUALS WORK: 5. Posts with visuals receive 94% more page visits and engagement than those without. 6. 60% of consumers are more likely to click on a business whose images appear in search results.
- 38. THE RULES 8 REASONS WHY VISUALS WORK: 7. 67% of consumers consider clear detailed images to carry more weight than product information or ratings. 8. Visuals show your products without telling people about them.
- 39. Be mindful when it is more effective to show rather than say Pictures take a direct route to our long term memory. Not only do we process them rapidly, but they stay with us. 83% of human learning takes place visually. THE RULES
- 40. THE RULES People remember 10% of what they hear, 20% of what they read, and 80% of what they see and experience.
- 41. THE RULES Articles with images get 94% more views than those without.
- 42. THE RULES Publishers who use infographics grow in traffic an average of 12% more than those who don’t.
- 43. Posts with videos attract 3x more inbound links than plain text posts. Another recent survey done by The Economist Group asked “What was the best content of 2013?” THE RULES
- 45. TOP ONLINE FINDINGS TOP INFOGRAPHIC was created by Charles Joseph Minard in 1862 depicting Napoleon’s invasion of Russia in 1821.
- 46. THE TOP FACEBOOK POST
- 47. TOP ONLINE FINDINGS TOP FACEBOOK POST Barack Obama, Nov. 2012 -- With more than 2.1 million likes, this Barack Obama photo captioned "Four more years." is the most-liked Facebook photo of all time
- 48. THE TOP PODCAST BLOG WEBSITE
- 49. TOP ONLINE FINDINGS TOP PODCAST This American Life 1 million+ downloads a week TOP BLOG Huffington Post 110,000,000 unique monthly visitors TOP WEBSITE Google Est. 1,100,000,000 unique monthly visitors
- 50. THE RULES JUST BECAUSE IT’S VISUAL, IT DOESN’T MEAN IT’S GOOD.
- 51. THE RULES CREATE GOOD VISUAL CONTENT.
- 52. THE RULES GOOD VISUAL CONTENT • Unique, memorable, relevant • Relates to brand goals • Balances well with other content • Device-friendly and functional
- 53. THE RULES
- 54. THE RULES How many times have you seen this shot?
- 55. THE RULES Or this one?
- 56. THE RULES And this one?
- 57. THE RULES Some interesting ways we’ve treated our clients’ content…
- 58. ABOUT COREY
- 59. WHAT WE DO We help organizations attract and engage their audiences through creating clear, distinctive and meaningful brand messages and experiences.
- 60. WHO WE ARE We help organizations attract and engage their audiences through creating clear, distinctive and meaningful brand messages and experiences. And we promise a lot of fun along the way.
- 61. ISIS PARENTING
- 62. ISIS PARENTING
- 64. LIBERTY MUTUAL – VANTAGECOMP
- 65. LIBERTY MUTUAL – VANTAGECOMP
- 66. SUSTAIN MAGAZINE
- 67. SUSTAIN MAGAZINE
- 68. THE HOME FOR LITTLE WANDERERS
- 69. COREY NEWSLETTER
- 70. KEY TAKE AWAYS Develop a plan and identify metrics Know your business and brand goals Know your audience Inventory your assets and your resources Tailor your content but remember the rules Go for good
- 71. Content Marketing Institute & Marketing Prof:B2B research2014cmi Newstex://newstex.com/2013/11/06/the-cost-of-content-clutter-infographic/ Wishpond: http://blog.wishpond.com/post/70300587846/10- reasons-visual-content-will-dominate-2014 B2B Marketing Insider: http://www.b2bmarketinginsider.com/content-marketing/top-9- videos-from-brands-2013 Content Plus: http://www.contentplus.co.uk/marketing-resources/ infographics/anatomy-of-content-marketing/ Hubspot://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You- Should-Include-Visual-Content-in-Your-Marketing-Data.aspx Kapost: Kapost.com Nielsen Norman Group: http://www.nngroup.com/articles/image-focused- design/ SOURCES
- 72. IF CONTENT IS KING, VISUAL CONTENT IS QUEEN THANK YOU